Hungary is a country where vineyards create a sweet wine that is recognized as among those most piquant and delicious in the world. Grand Tokaj is a Hungarian winery that produces a range of these nectarous wines which have now caught on in China. People there can’t get enough of it.
That’s part of the reason why Grand Tokaj approached the Chinese e-commerce giant JD.Com (also known as Jingdong) to help them reach the millions of wine lovers in China. The two companies have formed a historic partnership which is the first to bring Hungarian wines to China.
Specifically, Hungarian representatives are eager to tap into Jingdong’s big data analysis capability. This will streamline marketing activities and customize wine products for those segments of the Chinese market most likely to be interested in Hungarian wines.
The results have already been amazing. In a first foray into the Chinese market, Grand Tokaj placed 1,000 bottles of its signature brand, Tokaji Aszú, up for sale. It took just 10 hours for Chinese consumers to snap-up all one thousand bottles! Better yet, the ground was laid for future sales on a long-term basis. The Hungarian wine brand attracted 400,000 followers on the first day of its launch.
Jingdong officials say that analysis of consumer data indicates that Chinese consumers significantly prefer imported brands of wine. The demand is especially strong among women and younger adults who are located in second-tier and third-tier cities.
Jingdong has been ranked as the leading online retailer of alcoholic beverages for three consecutive years. Sales on the JD site have shown robust growth. They have increased by a factor of 10 over a six-year period. In fact, more than 20 brands have realized sales in excess of 100 million RMB. One brand, Moutai, sailed pass the one billion RMB sales mark in 2018.
A holistic strategy, including CRM solutions, is helping drive the popularity and sales of wines on Jingdong. That includes online and offline retail channels. JD’s one-of-a-kind Customer-to-Manufacturer (C2M) initiatives are geared to meet the ever-changing demands of consumers through a customized product offering process.
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